Cannes Lions

Illegal Celebration

HAVAS PRAGUE, Prague / AMNESTY INTERNATIONAL / 2018

Supporting Images
Supporting Images
Supporting Images
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Overview

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Credits

Overview

Description

We decided to use the popularity of FIFA World Cup to raise the awareness about this absurd law - in order to stand up for gay and lesbian rights in Russia - as FIFA World Cup 2018 will take place there. As always, football players from different national teams will be seen in quite intimate physical positions which are a natural part of emotional moments from football fields, especially when celebrating a goal. And that will be surprisingly dangerous. According to the Russian law, they could be fined, deported or even put in jail…

Execution

Based on the actual national teams that are to come to Russia this summer to participate in FIFA World Cup we have selected 3: Germany, France, Spain. Then we cast models who on the first sight resemble corresponding players of national teams. For example Antoine Griezmann from the French team. And that, in combination with country similar dresses created the feeling that our visuals were taken in a real football match.

Outcome

100 000 issues of 3 renowned magazines brought this print campaign to life which triggered the desired public interest. Even other publishers got interested and offered further media space for our “illegal” visuals for free.

Other Amnesty International offices, in Germany, Italy and Australia, asked for adaptation of the visuals to their local languages which makes our campaign truly international.

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